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Hybrid event platform Brella has raised a $10 million Series A funding round led by Connected Capital. Normally used as an offline networking app, Brella pivoted from live events into a virtual event platform after the pandemic hit. The company counts Informa, Marcus Evans, Questex and IQPC as customers

Markus Kauppinen, CEO and founder of Brella, said the company is moving toward “immersive hybrid events that contain both live and virtual components” as the world opens up post-COVID.

Kauppinen said: “Unlike many of our competitors, Brella is squarely focused on capturing the essence of live business events and translating them into an intuitive digital format. We aren’t in the business of impressing event organizers with needlessly long feature-lists: Instead, we provide them with a lean, beautifully designed platform that supercharges the attendee experience using fantastic UX and AI-smart networking.”

The new Brella product is about community building, attendee grouping and unified analytics for virtual and live audiences, he said.

Mathijs Robbens, co-founder and managing partner at Connected Capital, commented: “Brella’s approach to tackling the problems surrounding the event experience has been a breath of fresh air, especially during these uncertain times. The growth of the company, their agility and ability to turn the most insurmountable challenges into new opportunities is truly exceptional — we are thrilled to be a part of their next act as they strive to help the event industry embrace technology in the long-term.”